Like what do you do when your brand has become a prisoner of executional formula and wants accelerate growth with a real long-term brand platform?
That was the challenge facing Corona.
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Brand problems? I’ve seen a few…
Like what do you do when being a single malt whisky with a deeply authentic, hundred-plus-year-old story of craft and tradition isn’t enough of a reason to buy in an ocean of whisky with deeply authentic, hundred-plus-year-old stories of craft and tradition?
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Like how do you bid farewell to your most successful and arguably most valuable driver in a way that sets the team and its fans up for the next chapter once he leaves?
That was the challenge facing the Mercedes-AMG PETRONAS F1 Team.
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Like what do you do when your business and brand has become so addicted to chasing short-term innovation uplifts that it’s allowed its core business to be eroded?
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Like what do you do when you have a fractured global brand, communications, and marketing organisation, and are needing to support premium pricing while you aggressively expand distribution?
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Like what do you do when you are disproportionately reliant on paid search and find that your customers are booking accomodation but have no memory that it was through you?
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There’s nothing like reclaiming a decades-long neglected garden to teach one about the creation and nurturing of things that last.
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Each step along the long, long hard journey to getting work out into the world is an opportunity to exercise our innate negativity bias and focus on what’s not working; to fall victim to group think; to feedback simply in order to have one’s voice and participation made felt; to add and complicate; to shave the edges off; to second-guess how people in the real world will (or will not) respond; to second-guess how other people in the organisation will (or will not) respond; to lose sight of the original intent and objective; and ultimately, to lose conviction and run out of fucks to give. When great work has to navigate this many steps, running the gamut of feedback at each any every one of them, we need better process, and better conversation.
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